Imagine thousands of people sprinting hard on a real bike at home, yet also congregated in a hyper-colored biome filled with mega-redwood trees and dinosaurs - yes, dinosaurs. Each rider pedalling like crazy to set a new personal best, unlock a new virtual bike or ‘Everest’ after hours slaving and sweating. Imagine these thousands of humans riding communally, together, but digitally, often thousands of miles apart. Today our special guest Eric Min, founder and CEO, gives us a compelling insight into the growth and design of Zwift, the ‘massively multiplayer online game’ that blends real physical effort with a virtual world to create an experience that is augmenting and evolving the world of cycling. With hundreds of thousands of cyclists pouring from their bikes at home into the colorful, addictive biomes of Zwift through both hobby and lockdown, this hybrid healthy game isn’t just for the amateurs: this summer, the world’s peak cycling event, the official Tour de France conducted competitive races, linking racers around the world across their stationary bikes to fight for the Yellow Jersey. An incredible progression in traditional sporting practice, and a brave and serendipitous opportunity in global pandemic. What we can learn from Zwift is about so much more than just cycling. If this combination of… * ‘real’ and digital * amateur and professional * addictive and healthy …isn’t a fascinating part of how the world is changing around us right now, I don’t know what is! We talk about game mechanics, public health, wellbeing and obesity, professional sport, virtual/physical, scaling a community, and what’s tough about the challenges ahead. And my lively discussion with Eric builds beautifully on the themes and core concepts established in our very first episode ‘Exploring esports’ with the brilliant Angela Natividad, which is required listening and a great companion to follow up with after this deep dive with Eric. Friends, I do this for the impact (and the really interesting conversations!), so please help me grow Here Right Now by rating the show on Apple Podcasts, sharing with friends you think will enjoy it, and talk to me on Twitter with your feedback :) It all adds. WM Links * Eric Min on Twitter * How to get started on Zwift with a Smart Trainer - Zwift Insider * Zwift Stories - Mathew Hayman wins Paris-Roubaix (11 min video) * Zwift raises $450 million for gamified fitness to cycle past Peloton - VentureBeat Credits * Lee Rosevere for music Automated transcript Will McInnes 00:02 So I'm incredibly privileged today to have Eric min, the CEO and founder of Zwift here with us. Hi, Eric. eric min 00:09 I will. Thanks for having me. Will McInnes 00:11 How are you today? eric min 00:13 Great. Another rainy day in London. Will McInnes 00:19 Yes, beautiful weather. So this isn't the first time we've met, I was churning away on the bike, doing the build me up programme in Zwift. And someone flew past me and gave me a thumbs up which people use with full nodes called ride on. And I saw the name pop up. And I was like, Wait a second, I recognise that name. So while I was on the bike pedalling away, sweating into my iPhone, I googled you. And yeah, you'd give me a thumbs up, and it absolutely made my right. And I just wonder, do you? Do you do that? Do you routinely it's either you or a bot? I was basically like they've either created a bot. That's Eric, or is the real eric min 01:08 guy. It's funny. I saw this on Facebook thread. About the same question. You know, I've gotten from Eric, is this a? Is this an automated script, a bot? Or is it really Eric? And as a discussion thread went on? And people said, Yeah, no, it's really hard because I am on Zwift every day. And as I would do in the real world, out on the road, of course, I'm going to acknowledge someone who I panellist or, you know, say hello. I mean, this is the polite thing to do when you're on the road. And so this is our version of that, Will McInnes 01:42 I absolutely love it, I was really impressed. And it says something about you and the community you're building. And I really want to get into some of that as well. Just to break it down for the the lay person, the purpose of the podcast is really, I'm fascinated by the future that's right here with us already. And for me, Zwift is a fantastic example of something that feels very futuristic, but it's actually real and happening right now. But break it down for the layperson, like, What is Zwift? How does it work? eric min 02:14 Right? Well, Zwift is a way to sort of recreate the outdoor activity of cycling, and we have running as well. But what we try to do is, is to do all the things that we love about outdoor cycling, and try to recreate it in a very convenient virtual setting. Um, and, you know, the thesis was that if we can get to like, 80%, of the things that we enjoy about outdoor cycling, it's many things, it's fitness, it's a social, it's the competition, it's a, it's the, you know, being able to explore new places, right, you know, come across random things, or, you know, do something that's routine to you. So, this is, this is what we tried to do, from the very beginning, I think we've, we've stayed to our core, and, you know, try to create this, this sense of community in a, in a virtual world that we are increasingly living in, that we will do something good, right. And it's all about encouraging people to, to, to lead healthy, active lifestyles, by giving them a way to do that very conveniently. Loving and, and I think, you know, that was our mission back six years ago, and it remains to be true. And I think it resonates so powerfully with, with our community, with our staff, with our investors with the media. I mean, I feel like we, you know, we're doing something really powerful for, for society. It's, you know, we live in a world of obesity, we, it's increasingly more challenging for us to go and play sports. It's not safe in many places to to do things outdoors, especially riding a bike. And so they're just it checks so many boxes, that it solved my problem and and I figured that if it would solve my problem, I suspect I can't be the only one who is you know, who had the the appetite and the craving to do more this stuff outdoors, but just can't Will McInnes 04:28 love it. And so much of that resonates for me, my Zwift story and there are twos with subscribers in this house. My Zwift story starts with the pandemic Actually, I'm a mountain biker. I've never been a roadie. I'm not into you know the skin tight lycra and the pain the pain of the cobbles. But the pandemic began, I decided that I wanted to be cycling indoors. I spent weeks looking for turbo trainers. My friend Andy managed to find one on some niche Italian websites. I set up my gravel bike and it provided me with the conduit to stay healthy to feel good to follow a training programme. Just for the layperson, you're on your laptop, you can use a tablet, it's your the cyclist or the runner. There's there's terrain around you, you know, how do you how do you think about the virtual world that you've created? Like, where did that spring from? eric min 05:26 You know, there was a product called a torx degiro that I used, I guess, in 2013. And it was it was a, it was a much worse version of Zwift. But it was good enough to convince me that I was there with someone else, you know, with a group of people. And we were racing. And I thought, jeez, I, I've just like, lost myself in this little group of 10 people. Imagine if we can create a beautiful version of that. Imagine if there were more people, and there were more activities for us to take part in. And you can have lots of different communities. So that was really the beginning of like, wow, this could can really work. And I think there were other like virtual cycling projects out there. I don't think there were many commercial projects. So the idea was there for many, many years. This was like before broadband was popular, right people, you know, riding using a modems, instead of broadband, cable broadband. And there was no social media, there was no mobile phones. And so you fast forward, like 2025 years, and all the pieces were there, including MMO. So, so the idea is, like, Look, let's create an MMO. Right. And let's create a this world that can have, you know, nearly infinite number of people. So our maps have to support, you know, there shouldn't be a cap, our map can support hundred thousand people, you know, we can do that. And so we can build a largest cycling community, motivate each other to train, to compete, to stay active and lose weight. And, you know, and of course, then COVID hit. And it just, I think it it, you know, it's something like COVID can really change people's behaviour. Those who had never considered riding indoors had no option. And it was an opportunity for for 10s of thousands of people to like yourself to finally try Zwift. It's not that you hadn't heard about Zwift, you probably heard about it, you know what, no one gets excited about underwriting. And so what COVID did for us is just, you know, a lot of people to experience Zwift and many of them are on Zwift still, many of them will come back as as we head into the winter. And it doesn't take long for people to change behaviour. There's, there's a saying it takes 21 days to change behaviour. Well, I think the pandemic is gonna be around for a bit longer than that. And it is definitely reappraising how people consume fitness. Will McInnes 08:10 I completely agree. Now, I got particularly excited when I first downloaded and started using Zwift because a scary amount of years earlier, I had been wandering around this virtual world called Second Life, and it was so clunky it was even It was terrible in many ways. eric min 08:30 Wouldn't be old wouldn't have. Because I'm not. No, Will McInnes 08:33 no, no, I'm asking you to explain